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Kellogg’s has announced the launch of High Protein Bites, a new addition to its cereal range.

Available in a Choco Hazelnut flavour, the product is high in fibre, non-HFS, and contains 21% plant-based protein, catering to those looking to incorporate more protein into their diet.

The launch comes amid a growing trend for protein-rich breakfasts, with cereal products highlighting protein benefits up 23% over the last year. Kellogg’s High Protein Bites aims to provide more options for consumers seeking to start their day with additional protein.

Lejla Damon, senior activation brand manager at Kellogg’s, said: “We understand the benefits of a protein rich breakfast to help kick start your day, and we know this is something our shoppers are looking for too. This is why we are so excited to announce the launch of Kellogg’s High Protein Bites, in a delicious Choco Hazelnut flavour – bringing greater choice to the everyday shopper looking to up their protein intake.” 

The product will be available exclusively in Sainsbury’s starting May 2025, with wider availability across major retailers from July 2025. Each 400g pack will retail at £3.50.